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Social Media Best Practices For Luxury Brands

Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.

10.
Many of the qualities that luxury brands are built
on such as tight quality control and immersive
shopping experiences, may seem contrary to the
nature of social media communications.
Certainly, the use of social media inherently trades some control for
increased engagement. The reality is that discussions about brands are
happening already and will continue to flourish with or without the direction
of the brands themselves.

12.
Creating an
online
experience
that meets or exceeds brand
standards and consumer
expectations.
Relinquishing some control to give consumers a sense of
brand ownership via user generated content.
Devoting the
appropriate
amount of
resources
to make social media a
priority as part of an
overarching marketing
strategy.
Adopting a social media
mindset and participating
in two way conversations.
Recognizing that luxury brands require a more
sophisticated social media presence than other brands.

15.
an inadvertently tacky sponsorship
a dead social media profile
a semi-functional website✖
A luxury brand requires stringent attention to the qualities that
make the brand what it is. To maintain that level of quality online
requires a commitment of both human and financial resources.
Corners cannot be cut just because it is the internet. Cheapening a brand’s image online
has the same negative effects as it would in the real world:
✖
✖

26.
Tiffany & Co. has also made it
easy to take a slice of the brand
experience on the go by
creating a free iPhone app that
allows its users to browse their
famed line of engagement rings.
The app contains tools to help
purchase online, down to
choosing the carat size and
sizing the ring. The high quality
app carries the same simple
elegance that Tiffany & Co
exudes in all of its marketing,
and offers a valuable tool for
anyone investing in a Tiffany
piece.
Tiffany has successfully
repurposed its historical and
culturally significant brand
experience online across all of
its web properties, and as a
quintessential American brand,
Tiffany & Co. continues to set
the standard for luxury, even in
the digital and social space.

59.
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